Social Marketing of Rollover Protection: A Multistate Expansion

侧翻保护的社会营销：多州扩张

• 批准号: 7568076
• 负责人: JOHN J MAY
• 金额: $ 54.05万
• 依托单位: MARY IMOGENE BASSETT HOSPITAL
• 依托单位国家: 美国
• 财政年份: 2009
• 资助国家: 美国
• 起止时间: 2009-08-01 至 2013-07-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/7568076
• 关键词: Social; Marketing; Rollover; Protection; Multistate

DESCRIPTION (provided by applicant): An effective approach to stimulating the retrofitting of rollover protective structures (ROPS) on farm tractors could substantially reduce occupational fatality in farmers. The NY ROPS Retrofit Rebate Program's social marketing approach resulted in a ten-fold increase in ROPS kit purchases in its initial year. NY farmers exposed to social marketing efforts had greater shifts in stage of change and determinants of behavioral change. The Social Marketing of Rollover Protection: A Multistate Expansion project will test the hypothesis that the social marketing approach employed in the New York State Tractor ROPS Rebate program model and its products can be adapted by state-based teams to produce an increase in farm tractor ROPS retrofitting in other states of differing characteristics. The NY team will assist the state-based teams in completing formative assessments, audience segmentation, intervention design, pilot testing, and intervention introduction. State assets and stakeholder resources will be identified and recruited by an in-state project coordinator. Throughout this process instruments, techniques and messages developed in NY and elsewhere will be available to the state teams for use or adaptation. Consultants in social marketing will assist with formative work, message modification and marketing plans. The existing NY hotline assistance service will be re-designed to provide services to additional states. On-going evaluation will seek shifts in behavioral intent among targeted farmers as well as increases in ROPS purchases tracked through the hotline. An assessment board composed of experts from other high-risk states will meet every six months to evaluate adaptations to the NY model in each state and assess their impact. Through these assessment activities there will be a clear description of the adaptations required in the NY model and dissemination of a detailed understanding of the social marketing model to these other high-risk states will have been effectively completed. Public Health Relevance: Farmers experience occupational deaths at a rate that is eight times that of all American workers. Tractor rollovers are a leading cause of these fatalities. In recent years, a social marketing approach to the New York farm community has resulted in a ten-fold increase in the numbers of tractors being retrofitted with highly effective rollover protective structures (ROPS). This application proposes the systematic exporting of the NY program to Pennsylvania and Vermont while simultaneously training experts from five other high-risk states. The proposed project will be the first step to exporting this first broadly successful approach to retrofitting rollover protection on farm tractors to other states.

描述（由申请人提供）：一种有效的方法来刺激农场拖拉机上翻转保护结构（ROP）的改造，可以大大减少农民的职业死亡。纽约ROPS改造折扣计划的社交营销方法在首次购买ROPS套件的购买量增加了十倍。接触社会营销工作的纽约农民在变革阶段和行为改变的决定因素方面发生了更大的转变。转车保护的社会营销：多层扩展项目将检验以下假设：纽约州拖拉机ROPS Rops Rebate计划模型中采用的社会营销方法及其产品可以由州基于州的团队改编，以产生在其他不同特征的州中增加农场拖拉机ROPS的增加。纽约团队将协助基于州的团队完成形成性评估，受众细分，干预设计，试点测试和干预介绍。国家资产和利益相关者资源将由州内项目协调员确定和招募。在整个过程中，纽约州和其他地方开发的技术，技术和消息将用于使用或适应。社会营销顾问将有助于制定形成性工作，消息修改和营销计划。现有的纽约热线援助服务将被重新设计，以向其他州提供服务。持续的评估将寻求目标农民行为意图的转变，并通过热线跟踪的ROPS购买增加。由来自其他高危州的专家组成的评估委员会将每六个月开会一次，以评估每个州纽约模型的适应并评估其影响。通过这些评估活动，将有效地描述纽约模型中所需的适应性，并将对社会营销模型的详细理解传播给这些其他高风险国家。 公共卫生相关性：农民的职业死亡率是所有美国工人的八倍。拖拉机翻转是这些死亡的主要原因。近年来，纽约农场社区的一种社会营销方法导致使用高效的翻转保护结构（ROPS）的拖拉机数量增加了十倍。该申请建议将纽约计划的系统出口到宾夕法尼亚州和佛蒙特州，同时培训来自其他五个高危州的专家。拟议的项目将是出口这种第一种广泛成功的方法，以对农场拖拉机进行翻新保护的第一种广泛成功的方法。